“Fresh Thyme is a Midwest grocery food retailer that launched its private label in 2015 with now over 900 SKUs with new innovative products rolling out in stores each month. Fresh Thyme products have become the #1 brand in its stores proving the authenticity and quality of Fresh Thyme as a brand as well as its impactful unique farm inspired design. As part of their private label, Fresh Thyme asked us to design its organic premium spice range.

Objectives for Project:

• To design a range that fits within the Fresh Thyme design while recognizing this line as premium and organic
• To draw custom illustrations for each of the 12 spice SKUs that clearly communicates product without the need to add text
• To determine appropriate colors to differentiate the spices complimenting the spice color inside

To customize the spice range, we created unique illustrations of the key ingredients in each of the spices clearly communicating the product inside. The handcrafted imperfect illustration style communicates the farm fresh quality that Fresh Thyme achieves. The color-coding was determined by what best complemented the illustrations, the green horizon line and product inside. While other spice packages opt for a more natural earthy muted palette emulating the color scheme of the spices, Fresh Thyme’s range is bold and vibrant.

On shelf the Fresh Thyme organic spices are easily recognizable and really draws in the customer’s eye. This range is able to communicate the organic natural product with the heavy use of green seen on the tractor horizon and Fresh Thyme logo. In the title the word “organic” is emphasized in white. The spice bottles are glass and the metallic silver caps elevate the range.

This line embodies “the new natural.” It is a modern playful take on health and good quality.”